China is not the perfect place for fast motoring: Traffic is congested, speed cameras abound, and when you leave the urban centers, people don’t expect you to barrel along country roads at triple-digit speeds. Nevertheless, China is the perfect place for selling powerful cars: The country’s entrepreneurs take great pride in their success and enjoy showing it off. No wonder Mercedes-AMG considers China one of its most promising and fastest-growing markets.
The new AMG store in Beijing’s posh Sanlitun Village North shopping mall is the world’s first stand-alone AMG dealer which is not embedded in a regular Mercedes-Benz dealership. This ensures that prospective buyers won’t stumble over pedestrian B-class or Smart vehicles. Paint and interior-trim samples are displayed in an effort to entice customers to express their personal taste. The highly modern architecture is devoid of any historic references and thus provides remarkable contrast to the retro look of the SLS AMG and the truly retro AMG Geländewagen.
Mercedes-AMG currently operates 195 showrooms in 18 countries; in the future, there will be more like the one in Beijing. There is one link between the bespoke AMG shop and standard Benz dealerships: The AMG shop offers a glimpse of the design individualization program. These products can be ordered on regular Mercedes-Benz models as well, but their price point will be sufficient to keep the masses away.